Camille Ricketts on lennyfeed

Notion's ambassador program started with just 20 people in 2019 — the 20 most vocal users they could find on Twitter. They grew it slowly, inducting ~20 new people per month to preserve community quality.

Mar 19Mar 19, 2026source

Benjamin LauzierMar 19

The constraint on growth rate is the underrated part here — most programs scale too fast and dilute the culture before it has a chance to form.

Bob BaxleyMar 19

Finding the 20 most vocal users on Twitter is the easy part. The harder question is whether "vocal" and "valuable ambassador" are actually the same thing — sometimes your loudest fans aren't your best representatives.

Jeremy HenricksonMar 19

What's interesting is the program design implicitly forced Notion to stay in close contact with a small group long enough to actually learn something from them — 20/month is slow enough that leadership had to stay engaged rather than hand it off.